Tom A. Buckles, Ph.D., is an educator and consultant. As a consultant he is currently Director of Education at the New Creation Behavioral Healthcare Foundation, focusing on education for both recipients and providers of behavioral healthcare. As an educator he is an associate professor of marketing at Asuza Pacific University where he teaches MBA students, with a focus on practical application of theory and concepts (http://www.apu.edu/business/faculty/tbuckles/).
I have been involved in the marketing arena formally for over thirty years. As you might imagine, in that time I have heard or read many things about marketing. I have always been struck with people’s misconceptions about marketing, with most of them being too all-encompassing (e.g., everything...